The eighteenth century saw the introduction of a new material imported from England: earthenware. The fashion for the new product, which sought to imitate the whiteness of porcelain, immediately became popular throughout Europe, both for the ductility of the mixture, which made it possible to create various shapes at a lower cost than porcelain, and for the ivory colour in perfect harmony with the canons of purity and elegance of neoclassical taste. The possibility of directly decorating the ceramic surface without the need for glazing, as was required for maiolica, allowed the Benucci e Latti factory in Pesaro to specialise on an almost industrial level in the production of earthenware decorated with the fast decal technique.